LSS'09 Keynote Making Sense Of The Networked Audience, Dr B Hogan
DR AUDIENCE RESEARCH MEASURING* RADIO** · DR AUDIENCE RESEARCH PPMIN*DENMARK*–THE*BASICS* •...
Transcript of DR AUDIENCE RESEARCH MEASURING* RADIO** · DR AUDIENCE RESEARCH PPMIN*DENMARK*–THE*BASICS* •...
DR AUDIENCE RESEARCH
MEASURING RADIO ZAGREB, NOVEMBER 2014 DENNIS CHRISTENSEN HEAD OF AUDIENCE RESEARCH DANISH BROADCASTING CORP.
DR AUDIENCE RESEARCH
WHO AM I?
• Master’s degree in Poli=cal Science
• Worked as an audience Researcher since 2006
• Conducted two tender-‐opera=ons on the Danish radio market
• Chair of the steering commiKee behind TNS Gallup Radio Meter, the official Danish radio currency MOC
• From Public Service broadcaster
DR AUDIENCE RESEARCH
THE AGENDA FOR THE TALK
• A lot of talk about theory
• Followed by
• A lot of talk of prac=ce
DR AUDIENCE RESEARCH
FIRST QUESTION: WHAT IS LISTENING?
• Radio is by most considered a secondary medium (opposed to TV, which is a primary medium)
• That has implica=ons for our defini=on of “listening”
• Exposure / ac=ve listening?
• Did you listen to the ad, or where you exposed to it?
DR AUDIENCE RESEARCH
SECOND QUESTION: CLAIMED OR MEASURED?
• Basically there exists two approaches:
• Claimed (you ask the respondent)
• Measured (you “observe” the respondent)
• Your selec=on is determining the answer to the previous ques=on “what is listening”
DR AUDIENCE RESEARCH
TWO APPROACHES TO RADIO MEASUREMENT TODAY:
• Claimed
• Day aber recall
• Paper or online diary
• Measured
• Portable device
• “App” measurement
DR AUDIENCE RESEARCH
CLAIMED MEASUREMENT:
• Day a/er recall
• A phone (or online) survey asking respondents about listening yesterday
• Done 7 days a week to create a weekly data
• Oben repor=ng weeks or month aber the fact – and only averages
• Paper or online diary
• Respondents asked to fill in a diary on paper or online
• Asked to fill in 7 days
• Oben repor=ng weeks or month aber the fact – and oben only averages
DR AUDIENCE RESEARCH
MEASURED MEASUREMENT:
• Portable device / “App” measurement
• Same basic principle: a device listens for radio • Two recogni=on technologies:
• Audio matching • Audio encoding
• Gives (poten=ally) daily data – for specific dates and =mes.
DR AUDIENCE RESEARCH
MEASURED MEASUREMENT: Day a/er recall Diary Portable device /
“App” measurement
Type Claimed Claimed Measured
What is listening?
Ac=ve listening Ac=ve listening Exposure
Granularity Coarse Coarse/Fine Fine
Speed Medium Slow Fast
Cost Low Medium High
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WHICH IS BETTER?
• No easy answer
• Measured is beKer in terms of speed and accuracy – but it comes at a high price
• A balance of three factors: • Market size • Market health • Market compe=veness
DR AUDIENCE RESEARCH
WHICH IS BETTER?
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WHICH IS BETTER?
DR AUDIENCE RESEARCH
THE EUROPEAN PICTURE:
• Recall is s=ll the most used method
• Electronic is usually not a stand alone measurement
• Data is from 2012-‐ since this graph Sweden has changed to a Electronic / Recall solu=on like the rest of Scandinavia
DR AUDIENCE RESEARCH
THE DANISH EXPERIENCES
DR AUDIENCE RESEARCH
DANISH RADIO MEASUREMENT
-‐1998: Sweeps (ca= and postal)
1998-‐2003: First diary research
2003-‐2008: Second
diary period
2008-‐2015: PPM / Day aber recall
DR AUDIENCE RESEARCH
DANISH RADIO MEASUREMENT
-‐1998: Sweeps (ca= and postal)
Prac=cally no commercial market Sweeps were performed once or twice a year
DR AUDIENCE RESEARCH
DANISH RADIO MEASUREMENT
1998-‐2003: First diary research
2003-‐2008: Second
diary period
First “real” market measurements. The MOC was created and TNS Gallup won both contracts.
DR AUDIENCE RESEARCH
DANISH RADIO MEASUREMENT
2008-‐2015: PPM / Day aber recall
The switch from claimed to a measured panel (with 750 members) meant the market needed two surveys: PPM for na=onal radio and CATI, day aber recall for local markets.
DR AUDIENCE RESEARCH
SO, WHAT HAPPENED?
DR AUDIENCE RESEARCH
PPM IN DENMARK – THE BASICS
• Official currency per 1st of January 2008
• 90-95 % of the market is encoded • Not all stations are reported
individually • A panel of approx. 1.000 panelists
(min. 750 reports daily) – age 12 years +
• 600 repr. national • 100 repr. 12-60 year-olds • 50 suppl. small local samples
• 3 days rerun
DR AUDIENCE RESEARCH
PPM IN DENMARK – THE BASICS
• Primary weighting matrix is • Age • Gender by age • Geography • Size of household • NOT CWL
• Local stations measured in a different study (CATI)
• Split by distribution-method (FM, DAB & internet)
DR AUDIENCE RESEARCH
PPM IN DENMARK – THE BIG CHANGES
• Reach increases • All radio: from 95 to 95 % • PS: from 80 to 87 % • Commercial: From 51 to 71
% • Talk radio lost listeners!
• Listening time drops • Almost 45 minutes/day!
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THE OTHER STUFF
• Faster data delivery grows the interest in the media – and in the analysis of the media
• Minute by minute data opened for a whole new perspec=ve on radio analysis
DR AUDIENCE RESEARCH
PPM IN DENMARK – THE NEW PERSPECTIVES
• New phenomena:
• Decrease in morning peak • Decrease in habitual
listening • Increased seasonality • Dips • Attention span
DR AUDIENCE RESEARCH
MEASURING RADIO ZAGREB, NOVEMBER 2014 DENNIS CHRISTENSEN HEAD OF AUDIENCE RESEARCH DANISH BROADCASTING CORP.